The NY Times does this kind of "presentation story" all over. I rarely read more than the first few captions, because I can't stand the continuous scroll format - it reduces the rate I can absorb the information in such articles by a factor of 4 or more, and increases the work required to get it (particular on the eyes, because reading text scrolling over pictures is hard eye work). I hate 'em. Give me text, charts and graphs, with pictures if they actually add something to the information in your story.
Luckily most of NRK's articles don't do this, but I agree. I always skim through articles to find out if I actually care enough to read it. And when I do read the whole thing, I often have to jump up a few paragraphs.
These articles completely break my reading flow to the point where I just give up.
That's because its propganda. The sleek feel is a diversion to lead your thoughts in a particular way. Not saying they are necessarily wrong, but that's all this is.
I kind of liked them when they first started popping up. But after you've seen a handful of them, you realize that they're basically just powerpoint presentations.